Goal SettingWhen working with SEO, the first step is defining what you are aiming for. Your website’s success often includes the same metrics. However, their importance differs depending on the company’s strategic goal.
MeasurementTo measure your success, it is important to notice how people find your website and behave in it. To do so, you can track if they have found the link through your social media or search engine ranking. Moreover, it essential to notice how long they spend on your page. Also, in which section, their scroll depth, engagement, conversion rate, etc. To make the process easier, we have made a list of the top 10 essential SEO KPIs. You can use those as an inspiration for your future campaigns. But you always need to consider your company’s unique position when planning. For your help, we have organized those SEO KPIs by the goal they help you achieve. You can see this in the table below.
1. Total Website Visits
As the name suggests the total website visits measure the number of total visitors on your page. This is an essential metric to track as it gives you an idea of how your page is performing.
Yet, there is much more that goes into understanding the situation. It is important to investigate where this traffic comes from. Is it from your social media or from engine searches? Is it organic, or does it come from paid ads? Does it measure individual visits or returning visitors? All those are essential questions you need to answer.
Why do you need to know all this? Because answering those questions can lead to revelations about your marketing efforts. It will help you to always be on top of your strategy and adapt it in real-time.
Ways to increase your website traffic is using your other associated channels. Those include social media, newsletters, blogging and keyword rankings. You can also use promotions and ads for the purpose.
2. Leads/Conversion rate
Most companies use their websites to inform, attract and convert customers. For them, essential metrics are the number of leads and the conversion rate.
A lead is a visitor in contact with the company. A contact can be signing up for a newsletter, calls, contact form submissions and others. The more leads you generate, the bigger the chance for conversion to a customer. By knowing the needs of your leads, you can improve your strategy to increase their number. Furthermore, you can find more information on the consumer interested in your product. This can help you make the conversion from a lead to a customer.
Your conversion rate is also a critical metric to follow. You always need to know how many of your marketing efforts result in a sale. Otherwise, you may end up wasting resources. This can harm your company’s performance. Therefore, it is crucial to track not only what brings customers in, but also what are the costs you pay per customer. You don’t want to spend more on them than what they are worth.
To create leads can prove to be easier than turning them into customers. This can happen through repeated engagement with the leads. For example, through social media content, blog posts and newsletters.
Every message needs to convince the prospect of your company’s benefits. Moreover, it needs to invite them to act.
3. Keyword Ranking and CTR
Keyword ranking describes the position of a certain word in a search engine listing. The closer to the top your keywords are, the better you are performing. What those keywords will be for you is the name of your brand, as well as specific short and longtail words describing your products or services. The aim is to be in the top of those listings because this is the metric that determines your SEO success.
Moreover, you need to keep an eye of keyword click-through rate as well. This is the number of people who clicked on a keyword about your brand. Of course, you want people to not only search for a given keyword but also visit your website and act. This metric is most relevant when talking about organic traffic. The reason is that it comes from the prospect’s natural search.
There are some ways to improve the click-through rate of your website. Those include, for example, optimizing the website’s title, meta descriptions and URL.
Improving your keyword ranking is a bit more complicated. You can achieve it by targeting successful keywords. Also, by checking for issues and using engaging titles.
4. Landing Page Performance
It is not only the keywords that make a website rank higher. Marketers should pay attention to the quality of their websites as well.
What is of first importance for every website is the landing page it has. This is the page that needs to be engaging and interesting enough for visitors. They need to stay and learn more about the company. This means different things depending on the industry and business of the company.
You can test its effectiveness in a focus group or with A/B testing. You need to track the impressions of the visitors and their actions on the page. Also, the duration of the stay and where their attention lands.
The key to creating a successful landing page is targeting your customer directly. You can experiment with the visuals, layout and call to action to achieve your goals.
5. Page Load Time, Top Exit Page, Average Session Duration
To have a better and clearer website, it is important to work on your page load time and look into the exit pages. Your page load time is exactly what it sounds like – the time to load a page in your website. If your website is slow, it will make visitors lose interest in the content.
It is also important to investigate the top exit pages on your website. Those are the pages, on which your customers most often click the X button on. This will help you determine what might be the factor discouraging them from continuing their visit.
Lastly, you need to inform yourself about how much time each visitor spends on your website. The reasons are the same – the longer they stay, the more likely it is that they will act.
The goal for every company is to create a website full of engaging content. This will create leads and encourage customers to return.
6. Bounce rate
This is a metric we have mentioned many times before and there is a reason for this. The term refers to the times in which a visitor loads your website and then immediately exits it.
This is something you need to be aware of, as a higher bounce rate can harm your website’s visibility. All search engines aim to please their customers’ searches. Thus, if they bounce back it indicates the search engines that your webpage is not relevant for them. In contrast, a low bounce rate shows its relevance and promotes you in the rankings.
This SEO KPI brings us to the importance of a good landing page. Moreover, how important it is to immediately capture your visitor’s attention.
7. Average Time to New Content
If you want to increase the consumption of content on your website, check the average time between new uploads. Most consumers need to see frequent updates to consider you a relevant source of content. If you see that your page views are lower, try to post more frequently. This will remind your audience of your brand. Other ways to do it is through newsletters and other associated channels.
8. Top Viewed Posts and Post Likes
It is important to see what kind of content keeps your audiences’ attention. Looking into your top viewed posts can help you realize patterns which succeed. This can be a certain topic, the time of posting it, the taglines and keywords used and the title itself. Don’t hesitate to analyse your content and adapt to find new ways to improve your brand.
9. Unique Social Actions
Social actions in your website can be likes of your blog post, comments, contacts in the contact form, as well as shares. Increasing those interactions can be a goal your company wants to accomplish.
If you aim to increase the interactions with the customer, you need to analyse the social actions taken by your visitors. How many of them made further contact with you? What was the topic of this interaction?
Answering those questions can help you establish a relationship with your audience. It will also make you look approachable for new visitors.
Also, you need to make sure your content is encouraging the visitors to reach out. Using calls to action and questions may be a way of doing so.
10. Referral Traffic
Referral traffic consists of all direct links on other websites, which bring visitors to your website. This differs drastically from direct and search traffic. This referral can be done by other professionals and companies or on your own. It can appear in posts or even comments.
In relation to the topic, you can often see the term “link building”. It refers to the process of acquiring hyperlinks from other websites than your own. Therefore, its meaning is narrower than the one of referral traffic.
Of course, referral traffic is important, because it brings people to your page. Yet, it brings more than one benefits for you. It indicates the quality of your content and its high engagement with the audience.
Moreover, referrals help you establish relationships. Not only with your customers but other professionals as well.
You can achieve higher referral traffic in different ways. One way is being original. Producing content that others can use as a reliable source in citations. This can be statistics and research made by you and published. Moreover, producing engaging and sharable visuals can also be your way to referrals.
Other ways include promotion. Using social media, sponsored posts, influencers, and PR can also be beneficial.